Technology in Society 74 (2023) 102289

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Technology in Society
journal homepage: www.elsevier.com/locate/techsoc

Investigating consumer purchase intention in online social media

marketing: A case study of Tiktok
Wenyao Zhang a, Wei Zhang b, *, Tugrul U. Daim c, d, **
a
School of Economics and Management, Qilu University of Technology (Shandong Academy of Sciences), Office Building, 58 Sangyuan Road, Licheng Dist., Jinan,
250353, PR China
b
School of Public Administration, Sichuan University, 24 Nanyiduan, Yihuan Road, Wuhou Dist., Chengdu, Sichuan, 650016, PR China
c
Portland State University, USA Dept. of Engineering & Technology Management, PO Box 751, ETM, Portland, OR, 97207-0751, USA
d
Chaoyang University of Technology, Taiwan

A R T I C L E I N F O A B S T R A C T

Keywords: Online social media marketing has become a mainstream marketing approach, with huge and rising sales vol­
Online social media ume. Drawing on the pleasure-arousal-dominance model and flow theory, this study empirically investigates the
Online social media marketing relationships among perceived value, flow experience, emotional pleasure, and purchase intention by using a
Pleasure-arousal-dominance model
questionnaire survey of 257 consumers of Tiktok subordinating to online social media marketing in China. The
Flow experience
results indicate that hedonic value and utilitarian value are positively associated with consumer purchase
Purchase intention
intention, respectively. Emotional pleasure mediates the relationship between perceived value and purchase
intention, while flow experience positively moderates the relationships between hedonic value and emotional
pleasure and between emotional pleasure and purchase intention. This study extends the online social media
marketing literature related to consumer purchase intention. The results provide implications for future research
and for operators and marketers.

1. Introduction
Social media is an integrated communication tool [1,2] to facilitate
connections between friends, whose channel becomes an important
route for the exchange and production of news and information [3]. The
adoption of social media has recently shown enormous growth in
communicating and promoting new or existing products or services
because of its significant effect in affecting consumer buying behavior
[4]. From this, the emergence of online social media has decreased the
interest of consumers towards employing traditional medial marketing
[5]. As a result, social media is not only an online platform for con­
sumers to communicate and share their lives, but also a platform for
consumers to buy clothes, food and daily necessities as an online mar­
keting channel [6].
Online social media marketing has gained much attention in the
marketing literature [7]. The majority of earlier studies focus on
measuring it in terms of its interactivity, perceived risk, customization,
immediacy, information, entertainment, and trendiness [8] in social
media marketing activities, and exploring the direct effect of online
social media marketing on buyer behavior [7] and purchase intention
[9], but there is insufficient empirical evidence to confirm what factors
influence consumer purchase intention on the premise of taking online
social media marketing as the research background. In existing studies
on consumer purchase intention, some scholars use
Pleasure-Arousal-Dominance (PAD) model to investigate consumer
purchase intention and behavior. PAD model is deemed as a mature
dimensional space emotion description model to project human emo­
tions to three-dimensional space to effectively describe and explain the
composition of human emotions and distinguish different emotional
states. Drawing on the PAD model, Graa and Dani-el Kebir [10] exam­
ined the mediation effect of customer emotions (pleasure, arousal, and
dominance) on the relationship between situational factors and impulse
purchase behavior, [11] studied the effect of ambient scent on con­
sumers’ behavioral and emotional responses in retail environment.
Wherein pleasure is one most important dimension of PAD model [12]
and refers to an emotional variable that reveals the degree to which
pleasant or unpleasant experience and feeling deactivated or activated is
put into emtions of consumers [13].

* Corresponding author.
** Corresponding author. Portland State University, USA Dept. of Engineering & Technology Management, PO Box 751, ETM, Portland, OR, 97207-0751, USA.
E-mail addresses: 20171482@qq.com (W. Zhang), hbue_wb@163.com (W. Zhang), ji2td@pdx.edu (T.U. Daim).

https://doi.org/10.1016/j.techsoc.2023.102289
Received 30 October 2021; Received in revised form 12 June 2023; Accepted 12 June 2023
Available online 16 June 2023
0160-791X/© 2023 Elsevier Ltd. All rights reserved.
W. Zhang et al.
Some studies believe flow theory has been applied extensively in
online shopping [14] and social media usage behavior [15]. It proposes
the construct of flow is essential to understand social shopping behavior
of consumers [16]. Usually, flow represents a heightened state of energy,
concentration, and focus when involving in various daily specific ac­
tivities, i.e., playing sports, or watching movies [17]. A person who is in
a stage of flow commonly encounters an enjoyable and pleasant expe­
rience and even owns a high degree of controlling her/his behavior
when performing a task [18]. Consequently, the person is immersed in a
specific activity with higher level of pleasure and concentration, indi­
cating seamless action that occurs when performing that task. Mean­
while, other studies argue online shopping involves different types of
interaction that establish a sense of telepresence or immersion [19] and
is able to produce flow experience [20]. When experiencing flow, con­
sumers filter out irrelevant thoughts and perceptions and become highly
focused, and their consciousness is narrowed gradually and only re­
sponds to definitive feedback and specific targets [21]. However,
scholars hold various points of view on the impact of flow experience.
For instance, Yi and Yi [22] adopted flow experience as a mediator to
analyze the gift-giving mechanism of viewers in live streaming media.
Flow experience has a positive [23], or negative [24] or even no sig­
nificant [25] effect on online purchase.
In online consumer purchase intention literature, most studies
confine themselves to consideration of online purchase processes within
the context of online shopping by ignoring hedonic and utilitarian
characteristics [26]. However, some scholars even point out the
important effect of perceived value - hedonic and utilitarian value and
emotions, in consumer purchase intention and behavior [13,27].
Perceived value is taken as an indispensable variable to understand
consumers’ emotional responses to new products and services [28] and
is associated with consumers’ flow as Csikszentmihalyi [21] believed
flow as the holistic experience of acting with total involvement. Bridges
and Florsheim [29] even illustrated the effects of flow vary in hedonic
and utilitarian processes.
Based on the aforementioned analysis, there has been less studies on
consumer purchase intention in online social media marketing in
accordance with PAD model and flow theory, combined with hedonic
and utilitarian value, but both of them are crucial to the development of
this study. Sellers and consumers in online social media marketing
create the virtual, intuitive, visible and communicable face-to-face
transaction environment together, where consumers are in a relaxed
state to watch new product information released and their choices to
consume are affected consequently [30]. In this sense, consumers have
different understanding and positioning of products sold in online social
media marketing. Their desire and willingness to buy are stimulated by
multiple factors. Via online social media marketing, hedonic value has a
significant influence on emotional responses during product trial, for­
mation of attitude and future utilization [31] and also, consumers have
different new cognitive perception on the functions of utilitarian value,
by which consumers feel it is a way to kill time and enjoy watching live
broadcast commerce. It resonates with live content with psychological
appeal and transforms that into consumers’ purchase power. As a result,
drawing on PAD model and flow theory, this study empirically in­
vestigates how consumer purchase intention in online social media
marketing is affected by its value perceived, especially what dual effect
flow and emotion present, and further to reveal the underlying
mechanism.
This article is organized as follows: The following section develops a
theoretical model with a series of hypotheses, followed by methodology
and data analysis and results. Further, this article provides the conclu­
sion, implications, and limitations and future research direction.
2. Theoretical framework and hypotheses
Drawing on PAD model and flow theory, this article proposes a
theoretical model with several hypotheses for testing, as shown in Fig. 1.
2
Technology in Society 74 (2023) 102289
Fig. 1. Theoretical framework.
2.1. Perceived value and purchase intention in online social media
marketing
The construct of perceived value (utilitarian value and hedonic
value) has been widely applied to examine the factors that may influ­
ence purchase intention of new products and services [32] in consumer
purchase behavior studies. Perceived value refers to consumers’ overall
assessment of service or product utility, which relies on consumers’
perception of what they are offered and obtained [33]. Usually, it is
understood from hedonic and utilitarian aspects.
Hedonic value reflects different non-functional motivations of
shopping, i.e., effect, gratification, and adventure [34,35], all of which
are usually associated with entertainment, happiness or fun that con­
sumers will be experiencing when they do online shopping [36]. He­
donic value perceived by consumers greatly increases their emotional
responses in receptive attitude and active trial of new products or ser­
vices in the future [31]. The extant studies have demonstrated the
importance of hedonic value to promote consumer purchase intention
[37,38] in offline shopping. Meanwhile, utilitarian value is related to
consumers’ cognitive perception of effectiveness, efficiency of shopping
[36], whose functional and instrumental support may help consumers
fulfill certain tasks because consumers usually have specific demands
that motivate them to purchase products or services during media ac­
tivities [39]. Therefore, hedonic value and utilitarian value are able to
promote consumer purchase intention towards effectiveness of products
or services in different ways.
In this study, for hedonic value, consumers are provided with a live
site in online social media marketing to find, share, and assess new
products, where it is easy and thoughtful for them to communicate with
the seller, like asking questions they care about or the seller giving full
display of new products as required. It is very convenient for consumers
to do shopping without any concern of time or location or even by sitting
or lying down in the most comfortable position, and hence, they are
eager and pleased to buy products just as a way of killing time and with
no shopping burden. Also, online social media marketing happens in a
live broadcast commerce room, where it is characterized by warm color
decoration and professional relaxing atmosphere, leading consumers to
be devoted to interactive shopping dominated by seller’s personalized
attractive excellence. Given a good seller-buyer relationship established,
consumers are willing to click on the yellow shopping chart shown at the
bottom of page to purchase products they like.
In addition, for utilitarian value, the seller introduces new product’s
size, material, fabric or functions one by one to consumers with
patience, such as trying on new clothes or tasting new food, so that
consumers can know more about them they are interested. Further,
there is a public screen that scrolls in real time, from which new con­
sumers could view comments released by others to see if the product is
W. Zhang et al.
as good as the seller describes. That is a way of decreasing information
asymmetry which results in psychological purchase overload, and a way
of enabling consumers to understand new product’s real practicality,
thereby promoting consumers to foster purchase intention. Thus, we
propose the following hypotheses:
H1. Hedonic value is positively associated with users’ purchase
intention.
H2. Utilitarian value is positively associated with users’ purchase
intention.
2.2. Perceived value, emotional pleasure, and purchase intention in online
social media marketing
Pleasure in emotions refers to the degree to which a person feels
happy and joyful. This positive pleasure mediates the relationship be­
tween environmental cues and behaviour [40]. Environmental cues are
those valuable information that consumers get from specific hedonic or
utilitarian situations where consumers’ emotional pleasure is dominated
to enable their purchase intention. This is explained that a good mood
has a positive effect on a consumer’ cognition in psychological studies,
in other words, the products are beautiful when consumers are in a good
mood, inspiring them to purchase new products.
As a result, businesses have adopted different means to attract con­
sumers. For instance, consumers’ moods are boosted to think highly of
new products if giving them gifts or shopping coupons [41]. Meanwhile,
nice and pleasant music accommodates consumers to have better
perception of product quality [42] as a cognitive appraisal in
participant-shopping context that gives rise to positive emotional state.
The resulting emotion is pleasure that yields more favorable attitude of
consumers than that of unpleasant emotion [43]. Based on above, he­
donic value and utilitarian value have a positive impact on consumers’
level of emotional pleasure and hence, promote their positive purchase
intention.
In our study, consumers have direct access to critical and useful
utilitarian value of new products by watching reviews of past purchases
left by others on public screen and by comparing past sales records in
online social media marketing. This act saves them energy and time to
look for the right product more easily and faster, in a way to reduce
consumers’ doubts but to improve their ease to shopping. Given that,
consumers respond with positive emotions that they will purchase new
products with pleasure. Also, the seller tries best to establish a shopping
atmosphere for the scene to arouse consumers’ interest in online social
media marketing. For example, the seller sings a song or tells a joke to
enliven the atmosphere or draw orders free of charge to consumers from
time to time, for that reason to lift up their impetus towards emotional
state - psychologically happy. From this, consumers are willing to pur­
chase. Additionally, every seller is a good-looking and handsome young
woman and often dresses up like a professional model, which to some
extent gives consumers chances to enjoy visual feast - aesthetic feeling.
As described above, consumer purchase intention is promoted. There­
fore, we propose the following hypotheses:
H3. Emotional pleasure mediates the relationship between perceived
value and purchase intention.
H3a. Emotional pleasure mediates the relationship between hedonic
value and purchase intention.
H3b. Emotional pleasure mediates the relationship between utilitarian
value and purchase intention.
2.3. Perceived value, flow experience, and emotional pleasure in online
social media marketing
According to the flow theory, flow experience is a crucial factor that
impacts consumers’ attitudes towards a target [44]. Attitude stands for
3
Technology in Society 74 (2023) 102289
consumers’ affection level about that target, covering their consistent
response of like or dislike. It can be said shopping online provides
favorable experience to consumers and thus makes them have positive
attitudes, thereby positively affecting their purchase intention online
[45]. More specifically, this process accelerates consumers’ in-depth
understanding of product value as they witness more the benefits of
online shopping, such that their pleasure is increased accordingly [45,
46]. Flow experience also refers to a multi-faceted optimal experience
characterized by intrinsic benefits and accompanied by positive quality
of experience. As flow experience increases, consumers emotionally
perceive the worthiness of product value.
More specifically, utilitarian value brings consumers with emotional
pleasure, as flow experience deepens, they get more involved in con­
centration, focus, involvement, and control in emotional shock towards
utilitarian value, through which consumers become more sensitive to
their understanding of new products, thereby strengthening the impact
of utilitarian value on consumers’ emotional pleasure. In the same vein,
hedonic value is responsible for making consumers emotionally pleased.
With the improvement of flow experience, consumers’ cognitive ab­
sorption is enhanced to make them more enjoy products, dedicated to
engaging in emotional state of pleasure stimulated by hedonic value of
products.
In our study, one of the major features in online social media mar­
keting is high interactivity, during which consumers’ emotional plea­
sure is stimulated by their interaction. Song and Shi [47] reported that
flow experience has a marked effect on users’ perception of utility and
satisfaction of online shopping websites, in order to influence consumer
loyalty and trust in online shopping. As flow experience increases,
consumers’ psychological satisfaction for new products’ utilitarian
value - novel functions and serviceable effect, is improved more, giving
rise to more emotional pleasure and satisfaction towards inclination to
purchase. For instance, the seller guides consumers in online social
media about how to interact with him/her. Sometimes, the seller invites
consumers to give thumbs up by clicking screen double times, or asks
them if this product is their favorite one, if it is, consumers need to
follow the seller’s instruction to typewrite number 1 on public screen, or
inquires consumers about which welfare product or price they want
after the seller presents a collection of products. All these moves are to
mobilize consumers’ flow degree, keep them awake and active in the
participation with the seller, thus driving their emotional pleasure
uplifted.
Moreover, a new form of entertained business is created in online
social media marketing. As understandable, it is convenient for con­
sumers to watch new products launched and buy them. Usually, a
common technique used is to make up a short video in advance in order
to heat up the upcoming new products and attract more attention of
potential consumers, thus it opens up the prologue of live broadcast
commerce. In this sense, as flow experience increases, consumers are
happier to have fun in and become loyal to online social media, pro­
moting them to talk on public screen with the seller and accepting more
the effect of hedonic value of products on their emotional pleasure. For
example, the seller continues to remind consumers of not leaving the
room but wait for coupons or lotteries she/he will issue later. In another
case, the seller is good at chatting with consumers to set off a friendly
atmosphere, close the distance between them like real friends, and
improve consumers’ loyalty or more positive attitudes towards new
products. All these moves are to put consumers into online social media
marketing with their whole attention by leaving hope for them and
hence increase their flow degree, by which consumers get more plea­
surable experiences leading from higher hedonic value, thereby gener­
ating more emotional pleasure. Thus, we propose the following
hypotheses:
H4. Flow experience positively moderates the relationship between
perceived value and emotional pleasure.
H4a. Flow experience positively moderates the relationship between
W. Zhang et al. Technology in Society 74 (2023) 102289

hedonic value and emotional pleasure.
H4b. Flow experience positively moderates the relationship between
utilitarian value and emotional pleasure.
their completed questionnaires (approximately 63.4% response rate),
while 29 questionnaires were discarded for unavailable or unmatchable
reasons, resulting in an effective response rate of 57%. The profiles of
respondents are listed in Table 1.

2.4. Emotional pleasure, flow experience, and purchase intention in

online social media marketing 3.2. Measures

Emotional pleasure is defined as the extent to which they feel happy,
joyful, or satisfied in a specific context [48], representing a person’s
positive reaction to environmental cues. Its underlying mechanism is to
affect a person’ behavioral measures by utilizing his/her emotional
feeling as a guide in assessing any objective [49]. Flow experience is
regarded as interesting, exciting, pleasant and fun. Consumers value the
online shopping in social media marketing not only for the utilitarian
benefits obtained but also for the hedonic benefits of enjoyment and
gratification gained from the online shopping act [50]. Moderated by
flow experience, consumers’ attitudes and purchase intention are
affected gradually by their positive emotions and thus to accept shop­
ping services on mobile [45]. Consumers are happy to expect quality
shopping experiences. In other words, flow experience is capable of
attracting consumers and is significant to their subsequent attitudes
[51]. Its increase inevitably affects emotionally happy state of a person
or the influence of loyalty on purchase intention [52].
In our study, exchange interaction frequently occurs in online social
media marketing, where consumers are impressed by the seller’s unique
way of performing. As consumers’ flow experience improves, their
involvement, concentration, and enjoyment are increased to have a
positive effect on their emotional pleasure on purchase intention. In
online social media, strange thoughts or troubles of waiting in line for
shopping are eliminated out of consumers’ minds but only concentrating
on listening to pleasing music and doing some shopping at their will.
Consumers have a nice chat with the seller in comfortable postures at
home or anywhere, so that they are more pleased to spend time and
efforts in purchase in this manner. That is to say, moderated by flow
experience, consumers’ mental state is controlled to their own world.
Their thought processes are signaled by that effect in a positive
emotional state and hence, they are more inclined to accept the happy
environment created in online social media. It highlights a way to alter
consumers’ psychological orientation fundamentally and then, they are
more willing to purchase goods. Accordingly, we propose the following
hypothesis:
H5. Flow experience positively moderates the relationship between
emotional pleasure and purchase intention.
A questionnaire survey was developed into two parts to test our
theoretical model. To ensure equivalence of meaning, we translated and
back-translated into Chinese all of the measures, following the proced­
ure by Brislin [53]. The questionnaire was sent to three academic ex­
perts in its drafting form for their review, and then was modified
depending on their suggestions, so as to facilitate the wording preciser.
To evaluate the reliability and validity of items, we carried out a pilot
test among fifteen participants by employing Chinese questionnaires,
eleven of whom replied with comments, which were utilized to refine
and modify questionnaires items.
The questionnaire included 26 measurements to define five con­
structs, all of which were adapted from the existing literature, as shown
in Table 2. Every item that corresponded to the construct was measured
by using a seven-point Likert scale, and all answer choices ranged from
‘‘disagree strongly” (1) to ‘‘agree strongly” (7). Utilitarian value(Cron­
bach’s α 0.94), hedonic value (Cronbach’s α 0.86), emotional pleasure
(Cronbach’s α 0.96), flow experience (Cronbach’s α 0.92), and purchase
intention (Cronbach’s α 0.96) demonstrated acceptable reliability.
In order to test the validity of questionnaires in this study, we con­
ducted an exploratory factor analysis (EFA), as shown in Table 3. 26
items were clustered into five main factors, indicating that our test
questionnaire had good structural validity.
This study used structural equation model in Mplus 7.4 to test our
theoretical model, in a way to estimate multiple relationships among
hypotheses simultaneously and derive overall fit indexes of our hypo­
thetical model. Consistent with the approach advocated by Anderson &
Gerbing [54]; the measurement model was tested first, and then the
nested models were compared to obtain the optimal structural model.
Subsequently, it estimated the significance of paths and performed a
hypothesis test. According to the suggestions [55], we applied the paired
product index method to generate interaction terms.
By comprehensively considering the model’s simplicity and making
full use of each measurement item, the balanced packing method [56]
was used to incorporate measurement items of hedonic value, utilitarian
value, and emotional pleasure into three packages, multiplying them
with those items that ranked the top three in factor loading of mea­
surement items of flow experience. At last, three indicators were formed

3. Methodology
Table 1
Demographic profiles of respondents (N = 257).
3.1. Sample and participants
Measure Items Frequency Percentage
%
Tiktok is an important marketing tool in online social media, with
huge influence and promising development prospects. Tiktok has broken Gender Male 167 65
Female 90 35
the record of live sales in its peculiar way by creating single-course
Age 18–25 134 52
turnover reached up to 167 million yuan for 23 products, and by real­ 26–30 72 28
izing over 130 million yuan of sales in a 4-h live broadcast commerce 31–40 39 15
debut. As hedonic value and utilitarian value of Tiktok is outstanding 40 above 12 5
and has typical characteristics of online social media marketing, this Education Junior college 27 69
or below
study selects Tiktok as a case study, whose distribution of survey ques­ Bachelor 46 118
tionnaires issued lasted for one and a half months between 2018 and Master or above 27 70
2019 by using electronic copies of nationwide. How long do you watch Tiktok Within 30 min 46 18
To minimize sample bias, online questionnaire survey was admin­ live broadcast every time? 30 min to 1 h 83 32
1–2 h 74 29
istered randomly to volunteers who were fans of online shopping in
2 h above 54 21
Tiktok via a professional third-party platform-WenJuanXing. Also, we How long have you been watching Less than 1 10 4
contacted in person a number of participants who were regulars in big Tiktok live broadcast? month
live broadcast rooms where clothes or food were sold online. Of 451 1–3 months 28 11
surveys distributed (293 questionnaires issued by WenJuanXing, 158 3–6 months 72 28
6 months above 147 57
questionnaires administered by ourselves), 286 participants returned

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W. Zhang et al. Technology in Society 74 (2023) 102289

Table 2 Table 2 (continued )

Constructs and measurement items. Construct Question items Origin
Construct Question items Origin
FE1: I felt time passes quickly.
Utilitarian UV1: I could feel accomplished Anil, Khaldoon, Fevzi, & Cihan, FE2: I felt curious.
value in purchasing the product that I 2015; Rodrigo, Babak, Thomas, FE3: I never thought of other
saw on Tiktok live broadcast. & Kevin, 2018; Spreng, things.
UV2: Purchasing the product MacKenzie, & Olshavsky, 1996 FE4: I was entirely absorbed.
that I saw on Tiktok live
broadcast would make my life
easier.
UV3: I think of purchasing the Table 3
product that I saw on Tiktok live Exploratory factor analysis results.
broadcast as an expert in the
1 2 3 4 5
services (products) it offers.
UV4: Purchasing the product UV1 .229 .792 .161 .196 .237
that I saw on Tiktok live UV2 .235 .772 .292 .211 .238
broadcast would fit with my UV3 .206 .692 .399 .190 .226
interest. UV4 .231 .729 .365 .154 .172
UV5: The information and UV5 .195 .807 .295 .131 .152
products that I saw on Tiktok live UV6 .135 .800 .150 .214 .234
broadcast would be what I would HV1 .275 .319 .353 .146 .680
look for. HV2 .058 .077 .213 .047 .738
UV6: On Tiktok live broadcast, I HV3 .273 .263 .371 .114 .711
could get the information or HV4 .235 .260 .416 .103 .663
product that I might need. HV5 .116 .309 − .049 .155 .711
Hedonic HV1: During the process of Anil et al., 2015;Rodrigo et al., EP1 .854 .192 .181 .163 .118
value watching on Tiktok live 2018; Spreng et al. 1996 EP2 .873 .189 .209 .119 .128
broadcast, I felt the excitement of EP3 .856 .241 .201 .168 .090
purchasing the product that I saw EP4 .826 .126 .187 .200 .207
on it. EP5 .838 .157 .187 .193 .224
HV2: While purchasing the EP6 .796 .190 .232 .195 .092
product that I saw on Tiktok live FE1 .225 .186 .114 .829 .117
broadcast, I felt a sense of FE2 .246 .241 .099 .834 .120
adventure. FE3 .117 .145 .182 .859 .067
HV3: I enjoyed being immersed FE4 .210 .167 .196 .834 .120
in exciting new product that I PI1 .296 .413 .703 .186 .236
saw on Tiktok live broadcast. PI2 .247 .344 .769 .224 .224
HV4: Compared to other things I PI3 .279 .358 .753 .169 .257
could have done, the time spent PI4 .264 .301 .784 .233 .230
in online purchasing the product PI5 .348 .246 .769 .127 .247
that I saw on Tiktok live
broadcast was truly enjoyable.
HV5: The music that they played to measure the interaction terms between hedonic value and flow
on Tiktok live broadcast experience, between utilitarian value and flow experience, and between
entertained me.
emotional pleasure and flow experience. When examining the mediating
Purchase PI1: Whenever I need to José, Catarina, Tiago, Ramiro,
intention purchase, I intend to purchase & Frederico, 2019; Pavlou & effect of emotional pleasure, we used the bootstrap approach with
the product that I saw on Tiktok Fygenson, 2006 reference to the suggestions of Preacher & Hayes [57]. As this method
live broadcast. did not require indirect effect to obey normal distribution, it was more
PI2: Whenever I need to
efficient than the sobel test.
purchase, I plan to purchase the
product that I saw on Tiktok live
broadcast. 4. Results
PI3: I predict that I would
purchase the product that I saw As shown in Table 4, individual values (including utilitarian value
on Tiktok live broadcast.
and hedonic value), age and occupation are significantly associated with
PI4: It is highly that I will
purchase the product that I saw emotional pleasure and purchase intention, respectively. However, ed­
on Tiktok live broadcast. ucation is significantly associated with purchase intention and is
PI5: I will strongly recommend marginally related to emotional pleasure; time is only marginally related
others to purchase the product
to purchase intention. All correlation coefficients are below 0.70, indi­
that I saw on Tiktok live
broadcast.
cating that there is no multicollinearity between variables.
Emotional While watching the product Eigne et al., 2005; [13];Russell, We evaluate the goodness of fit of the hypothesis model and compare
pleasure information on Tiktok live 1980 it with the substitution model. The fit index is: χ2(342) = 669.87, p <
broadcast, to what extent did you 0.001, CFI = 0.94, TLI = 0.93, RMSEA = 0.06, SRMR = 0.06, showing
feel?
good goodness of fit. The substitution model is a fully mediation model
EP1: Angry-satisfied
EP2: Unhappy-happy in which the paths from hedonic value to purchase intention and from
EP3: Dissatisfied-very pleased utilitarian value to purchase intention are removed. The substitution
EP4: Sad-joyful model has a fit index of χ2(344) = 741.96, p < 0.001, CFI = 0.93, TLI =
EP5: Disappointed-delighted
0.92, RMSEA = 0.07, SRMR = 0.07, weaker than the hypothesis model,
EP6: Bored-entertained
Flow While watching Tiktok live Lee, Moon, Kim, & Yi, 2015;
and there is a significant Chi-Square difference (Δχ2(2) = 72.09, p <
experience broadcast, you see the product Lee & Tsai,2010 0.01). It shows that at least one variable of hedonic value and utilitarian
information, to what extent did value have a significant and direct effect on purchase intention.
you feel? The results of standardized path estimates of the hypothetical model
are presented in Fig. 2. Hypothesis 1 suggests that hedonic value is

5
W. Zhang et al. Technology in Society 74 (2023) 102289

Table 4
Descriptive statistics and correlations.
Variables mean SD 1 2 3 4 5 6 7 8

1. age 2.74 1.09

2. occupation 5.15 5.14 .76***
3. education 2.45 0.84 .44*** .41***
4. time 1.54 0.85 - .08 .03 - .19**
5. utilitarian value 3.41 1.39 .17** .18** .12† .13*
6. hedonic value 3.55 1.38 .15* .13* .16* .10 .58***
7. emotional pleasure 3.75 1.29 .17** .18** .12† .05 .54*** .56***
8. flow experience 3.80 1.63 .03 .04 .04 .07 .52*** .40*** .49***
9. purchase intention 3.34 1.59 .28*** .25*** .18** .12† .69*** .65*** .67*** .50***

The measurement model consists of five latent variables, i.e., hedonic value, utilitarian value, emotional pleasure, flow experience, and purchase intention. The
confirmatory factor analysis results report that χ2(289) = 634.25, p < 0.001; RMSEA = 0.07, SRMR = 0.04; CFI = 0.95, TLI = 0.9, implying that the measurement
model has good goodness of fit. In addition, every factor loading is greater than 0.50, thus the structural model can be tested.

Fig. 3. Interaction of hedonic value and flow experience on

emotional pleasure.

Fig. 2. Standardized path estimates of the hypothesized model.

positively correlated with purchase intention. Hypothesis 2 proposes

that utilitarian value is positively correlated with purchase intension.
Consistent with the hypotheses, the results of path estimates demon­
strate that both hedonic value and utilitarian value are positively
correlated with purchase intention (β1 = 0.26, p < 0.001; β2 = 0.33, p <
0.001). Thus, Hypothesis 1 and Hypothesis 2 are supported. Hypothesis
4a predicts that flow experience moderates the relationship between
hedonic value and emotional pleasure, while Hypothesis 4b predicts Fig. 4. Interaction of utilitarian value and flow experience on
flow experience moderates the relationship between utilitarian value emotional pleasure.
and emotional pleasure. The results of path estimates illustrate that flow
experience aggravates the positive relationship between hedonic value
and emotional pleasure (β = 0.16, p < 0.05), and lessens the positive
relationship between utilitarian value and emotional pleasure (β =
− 0.18, p < 0.05). Therefore, Hypothesis 4a is supported but Hypothesis
4b is not. Hypothesis 5 predicts that flow experience moderates the
relationship between emotional pleasure and purchase intention. Ac­
cording to the results of path estimates, flow experience aggravates the
relationship between emotional pleasure and purchase intention (β =
0.10, p < 0.05), Hypothesis 5 is thus supported.
To more intuitively present the interaction effect between flow
experience and hedonic value and between utilitarian value and Fig. 5. Interaction of emotional pleasure and flow experience on pur­
emotional pleasure, this study takes mean values of independent vari­ chase intention.
ables and moderator variables plus or minus one standard deviation
value, depicting the strength of relationships between hedonic value and our findings, reporting that for individuals with high levels of flow
emotional pleasure, between utilitarian value and emotional pleasure, experience, hedonic value is significantly and positively correlated with
and between emotional pleasure and purchase intention, at different emotional pleasure (β = 0.70, p < 0.001); for individuals with low levels
levels of flow experience. The results are shown in Fig. 3, Fig. 4, and of flow experience, the relationship between hedonic value and
Fig. 5, respectively. emotional pleasure is not significant (β = 0.26, p > 0.05). As seen in
It can be seen from Fig. 3 that when an individual has a higher level Fig. 4, there is a stronger positive correlation between utilitarian value
of flow experience, the positive correlation between hedonic value and and emotional pleasure when the individual has a lower level of flow
emotional pleasure is stronger. The simple slope test further validates experience. The simple slope test also demonstrates that for individuals

6
W. Zhang et al.
with low levels of flow experience, hedonic value is significantly and
positively correlated with emotional pleasure (β = 0.50, p = 0.001); for
individuals with high levels of flow experience, hedonic value and
emotional pleasure are not significantly correlated(β = − 0.01, p >
0.05).
To further verify the hypotheses, as can be seen from Fig. 5, when
individuals have high levels of flow experience, there is a stronger
positive correlation between emotional pleasure and purchase intention.
The findings of the simple slope test indicate that for individuals with
high levels of flow experience, emotional pleasure is significantly and
positively correlated with purchase intention (β = 0.56, p < 0.001); for
individuals with low levels of flow experience, there is a significant
marginal positive correlation between emotional pleasure and purchase
intention (β = 0.20, p < 0. 1). Therefore, the findings are verified
further.
This study examines the significance of indirect effect by using the
bootstrap approach suggested by Preacher & Hayes [57] to test Hy­
pothesis 3a and Hypothesis 3b. These hypotheses predict emotional
pleasure mediates the relationships between hedonic value and pur­
chase intention and between utilitarian value and purchase intention. By
repeating sampling 1000 times in Mplus 7.4, it obtains the estimates of
indirect effect and bias-corrected bootstrap confidence intervals. The
results are shown in Table 5. It is found that hedonic value has a sig­
nificant and direct effect on purchase intention(β = 0.28, 95% bcCI =
[0.150, 0.416]), and has a significant and positive effect on purchase
intention (β = 0.12, 95% bcCI = [0.056, 0.219]) via the effect of
emotional pleasure, indicating that emotional pleasure partially medi­
ates the relationship between hedonic value and purchase intention,
thereby supporting Hypothesis 3a. In addition, utilitarian value has a
significant and direct effect on purchase intention (β = 0.37, 95% bcCI
= [0.242, 0.517]), and can significantly and positively influence pur­
chase intention through the effect of emotional pleasure (β = 0.09, 95%
bcCI = [0.039, 0.157]), thus Hypothesis 3b is supported.
5. Discussion and conclusion
This paper explores why and how consumers have purchase inten­
tion in online social media marketing, highlights the dual effects of flow
and emotions on consumers in this context, and deeply reveals its un­
derlying mechanism. The results indicate that hedonic value and utili­
tarian value have a positive effect on purchase intention, respectively.
Emotional pleasure mediates the relationships between utilitarian value
and purchase intention and between hedonic value and purchase
intention. Flow experience positively moderates the relationships be­
tween hedonic value and emotional pleasure, and between emotional
pleasure and purchase intention.
Value is considered a higher level objective to guide and motivate
consumers to make decision and act [58], and increase consumers’
loyalty to product or service providers [59]. Those are the reasons that it
increases consumers’ trust in product or service and thus they are
committed and willing to purchase. In online social medial marketing,
consumers feel satisfied and immersed in the shopping state without
consideration of time, and get involved in the shopping scene designed
by the seller in the live broadcast room, thus consumers become loyal
Table 5
Direct and indirect effects of hedonic value and utilitarian value on purchase
intention.
Path Effect 95% Bias-corrected Bootstrap
Confidence Intervals
Hedonic Value→Purchased Intention 0.28 [0.150, 0.416]
Hedonic Value→Emotional 0.12 [0.056, 0.219]
Pleasure→Purchased Intention
Utilitarian Value→Purchased Intention 0.37 [0.242, 0.517]
Utilitarian Value→Emotional 0.09 [0.039, 0.157]
Pleasure→Purchased Intention
7
Technology in Society 74 (2023) 102289
fans and perceive the happiness and multi-dimensional advantages of
shopping. Consequently, H1 and H2 are supported. The results are
consistent with the findings of Furner et al. [60] and Yi-Ru [33] in
mobile applications that perceived value has a positive and direct effect
on building business-consumer relationship and on purchase intention
via value-adding experience in social media or in branded mobile
applications.
It has been widely known that perceived value is a key element to
better understand emotional responses of consumers to obtain compet­
itive advantage [28]. Emotion is associated with a source specifically
known to affect consumers’ tendency to behave in a certain manner
[61]. More clearly, Jensen & Klastrup [62] found that consumers’ re­
sponses are promoted by rational and emotional assessment on the ob­
ject. In online social media marketing, rational assessment usually refers
to an objective understanding of product features, performance, and
attributes. When the expected results are achieved via the evaluation of
usefulness and entertainment, consumers will feel satisfied and will
reach a kind of emotional state for shopping, so they are willing to buy.
In other words, the value consumers perceive strengthens consumers’
psychological motivation in terms of utilitarian and hedonic aspects,
thus consumers are encouraged to form positive emotions and shopping
intention. Therefore, H3b and H3a are supported.
Flow experience refers to a psychological mixture of state in which
users can be engaged within a stimulus completely without noticing any
negative experiences [15] and potential treats [63]. It involves a state of
intrinsic enjoyment that enhances a person’s intention to perform a
certain task due to its enjoyment and pleasure nature. Taking the
adoption of mobile shopping services as an example, consumers can
have positive flow experiences, leading to positive emotions and satis­
faction, because positive emotions show gradual impact on consumer
attitude and purchase intention in the flow process [64]. Likewise, flow
experience is taken a variable to control consumers’ spirit and attention
psychologically in online social media marketing, which can promote
consumers’ mental investment from the perspective of emotional
enjoyment, leading to the discovery that with the increase of flow
experience, the role of hedonic value on emotional pleasure also in­
creases. Thus, H4a is confirmed.
However, Bridges and Florsheim [29] pointed out that flow effects
vary in hedonic and utilitarian processes, and hence, our study finds H4b
is not supported. This can be explained as that the construct utilitarian
value of a product is a rational concept and needs to be known by
consumers realistically and objectively, so it is the intuitive feeling that
consumers own and is not easy to be directed by others. Thus, it can be
understood that as flow experience increases, there is no significant ef­
fect of utilitarian value on emotional pleasure. This is the fundamental
reason why it is different from that between hedonic value and
emotional pleasure, as emotions are volatile and subject to being
influenced by other factors. Generally speaking, no matter how much
emotional input flow experience brings, it cannot replace the position of
objective cognition of utilitarian efficacy and practical characteristics of
the product itself, and there is no substitute for utilitarian effect on
consumers’ emotional pleasure, and consequently, it cannot foster a
moderating effect.
Flow refers to an intrinsically optimal state in which an individual is
engaged in an activity intensely to the exclusion of all other ideas,
becoming a critical determinant of online experiences such as online
shopping [65]. Flow experience entails consumers to make decisions on
unplanned purchase when visiting online stores as consumers have
higher levels of loyalty and satisfaction [66], and flow experience is
more about getting consumers into a state of engagement and about
keeping their spirits up while ignoring other factors. That contributes to
stronger affective feeling. In this sense, consumers can get into a com­
mon experience mode, in which a good sense of emotion is manipulated
in balance. Flow experience becomes stronger, consumers show more
friendly and more favorable attitudes towards the products, thereby
increasing the effect of consumers’ emotional pleasure on purchase
W. Zhang et al.
intention. Thus, H5 is supported.
6. Theoretical implications
This study integrates flow theory with PAD model to theorize con­
sumer purchase intention on online social media marketing, on which it
reveals how dual effect of flow and emotion works on it.
First, this study supplements the consumer behavior literature by
incorporating PAD model and flow theory in online social media mar­
keting context, infused with hedonic and hedonic characteristics pro­
vided to consumers. Specifically, this study further discloses flow state
and emotional pleasure in online social media marketing, where con­
sumers are totally involved in the interaction with the seller with
enjoyment and pleasure, in a way to display the relationships among
perceived value, emotional pleasure, flow experience, and consumer
purchase intention. Our results also verify the study of Bridges and
Florsheim [29] that the effects of the flow vary in hedonic and utilitarian
processes. That is, flow experience positively moderates the relationship
between hedonic value and emotional pleasure but not between utili­
tarian value and emotional pleasure. Such findings extend the results of
existing studies believin that there is a sparse relationship between flow
experience and perceived ease of use and perceived usefulness for
shopping in social networking services [16], as well as develop the effect
of flow experience as a moderator, rather than a mediator on consumer’s
satisfaction and purchase intention [15].
Second, this study contributes to the online social media marketing
literature by taking perceived value as a multidimensional variable to
investigate how both utilitarian value and hedonic value affect con­
sumer purchase intention. Our results extend the prior studies that only
concentrate on studying perceived value from a utilitarian perspective,
which is too simplistic or too narrow to accept holistic representations of
value perception [67] and even ignores the complex nature of perceived
value [68] in online social media marketing.
Third, this study further extends the emotions research in online
social media marketing, and complements the studies of PAD model on
purchase intention by taking emotional pleasure as a mediator to study
consumer purchase behavior. Importantly, this study takes another step
forward to investigate the effect of emotional pleasure on consumer
purchase intention in online social media marketing, which makes up
for the insufficiency of studies on emotional pleasure of PAD model. Our
results are also consistent with the development trend of investigating
how emotion influences consumer’s behavior in online services [69].
7. Managerial implications
This study provides important insights into online social media
marketers and operators. As reported in the analysis results, flow
experience is critical to moderate the relationships between hedonic
value and emotional pleasure and between emotional pleasure and
purchase intention, these results inform operators and marketers to
strengthen the scenarios where consumers are willing to put their
attention more into with concentration and enjoyment, so that it pro­
motes the effect of hedonic value on consumer purchase intention.
Additionally, music congruent with online social media marketing sce­
narios is another good choice to highlight personalized mode and in­
crease the quality of interaction with consumers, by which they would
be attracted into and their flow experience is thus facilitated. These
situations can create new chances for differentiating services [70].
Moreover, our results show that emotional pleasure mediates the
relationship between perceived value and consumer purchase intention.
The results inform operators and marketers about product design attri­
butes and features in a diversified style from both utilitarian value and
hedonic value perspectives. In the same vein, it emphasizes to decorate
products technically by means of unique editing skills, these warm and
comfortable settings would accelerate the speed of consumers to relieve
psychological and financial pressure that if they bought wrong products
8
Technology in Society 74 (2023) 102289
but were unable to return those products. Consequently, it gives birth to
positive sentiments of consumers, to the extent that they will feel relaxed
and happy in mood, thus promoting consumers’ voluntary purchase
intention.
8. Limitations and future research directions
Our study has several limitations that provide suggestions for future
studies. First, this study verifies the mediating effect of emotional
pleasure in online social media marketing. Future studies may focus on
investigating other important elements of PAD model in a similar
context to find what effect they have on consumer purchase intention, i.
e., arousal, or perceived behavioral control. Second, this study adopts an
empirical research method to analyze different relationships between
variables, so future researches are encouraged to employ longitudinal
qualitative studies to reveal the profound mechanism underlying their
relationships. Third, this study only examines the impact of perceived
value, emotional pleasure, and flow experience on purchase intention in
online social media marketing, so our results can be integrated into
future studies to improve their applicability in other social commerce
context, i.e., online social advertising, reviews and rating, communities
and forums, social shopping, and referrals and recommendation [71].
Declaration of competing interest
The authors declare that there’s no financial/personal interest or
belief that could affect their objectivity, or if there is, stating the source
and nature of that potential conflict. Hereby all the authors state
explicitly that there is no potential competing interests exist.
Data availability
Data will be made available on request.
Acknowledgement
This work was supported by the National Natural Science Foundation
of China (Grant #72104115), the Late Funded Project of National Social
Science Foundation of China (22FGLB026), Humanities and Social Sci­
ences Research Project of the Ministry of Education of China
(#20YJC630218), Project Supported by China Scholarship Council (CSC
No.202008370107).
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